Sample Briefing Report


Amazon is one of the most successful retailers in the UK. This success can be attributed to the company’s ability to build the best customer experience. With a strategic marketing process, every business, regardless of its size, can emerge successful. Strategic marketing is designed for the long term. Decisions made during strategic planning lay the foundation for operational measures. In other words, strategic marketing primarily covers cross-company marketing strategies. It also includes a long-term design of the corporate organization and allocation of resources. Strategic marketing thus serves to determine the framework for action and has an important control and steering function.

A Diagram of the Marketing Process

The proposed marketing process is illustrated using the diagram below.

The first step in the marketing process is to identify opportunities or unmet needs. As Strategyn LLC. (2021) argues, a market opportunity exists in a situation where consumers struggle to do something. For example, with Amazon Go, customers can buy products without using a self-checkout station or being checked by a cashier. The next step is to analyse the market in terms of its size, major trends, customer base, and purchase drivers and barriers. Analysing is essential since it shows whether the opportunities existing in the market are a worthwhile venture.

Furthermore, communication is very important in the marketing process it brings all stakeholders to the same page (Duralia, 2018). It helps the business owner maintain a strong relationship with important stakeholders such as customers, intermediaries, and prospects. In the operationalising stage, small business employees should adopt the proposed marketing process into a real-world, workable marketing plan. After that, they should evaluate and make the necessary adjustments in the marketing strategy.        

Critical Review of Marketing Models and Theories

There are various marketing concepts, models, and theories that relate to the marketing planning process.

The 7 P’s of the Marketing Mix: The 7Ps (product, price, promotion, place, people, process, and physical evidence) marketing mix is one of the marketing solutions organisations use to “sell” their work. To provide a foundation, the marketing mix definition specifies a set of marketing tools that a business uses to promote its brand, service, or product in the marketplace (Jain, 2013).

The consumer decision-making process: Marketing theory is often the driving force behind companies’ decisions about their marketing campaigns. However, to properly apply marketing science to your business, the owners must first build a meaningful understanding of the customer. By analyzing the essential stages of the decision process, you can gain valuable insights into your niche customers and the unique motivational forces behind their buying behavior (Mihart, 2012).

Porter’s Five Forces: Porter’s Five Forces is an industry structure analysis model developed by Michael E. Porter. Five competitive forces are used to examine how a market environment affects an industry. Based on this, an overall assessment is made of how attractive the market environment is for the industry (Dälken, 2014).

Significance of Branding using Amazon as an Example

Branding refers to the strategic development of a brand that stands for a company, a product, or a service. Targeted marketing strategies and appropriate brand positioning are intended to increase brand awareness and thus anchor certain associations in the customer’s memory. To establish a successful brand, companies should be prepared for a long-term process. Before heading for the open market with your brand, the appropriate marketing strategy must be well planned.

 Branding does not happen incidentally at some point but should ideally be considered from the very beginning.  In Amazon, branding includes a continuous development of the brand. A high level of awareness and a high recognition value are the promises of the successful Amazon optimal branding. This company aims to reach as many people as possible and ensure they have certain brand knowledge about their brand, which leads to an activation of positive feelings.

Concepts That Should Be Integrated Into Marketing Planning

The concepts of brand pyramid, brand positioning, and brand management should be integrated into marketing planning.

Brand pyramid: The brand pyramid model answers the most vital questions in a graphic that can easily be communicated and shared within a business entity. It should be integrated into marketing planning since it clarifies brand essentials and sets the strategic foundation (Kashive, & Khanna, 2017). It should be integrated into marketing planning since it clarifies brand essentials and sets the strategic foundation.

Brand positioning: Successful brands are characterized by a solid brand positioning that leaves a lasting impression on the customer despite competitive pressure. To achieve this, a company must clearly communicate what differentiates its brand from the competition, what benefits customers can expect, and how it sees itself in relation to customers and their wishes. The positioning of your company is an important strategic decision for your long-term success in the market (Fuchs & Diamantopoulos, 2010). It is the basis for your brand communication and your marketing measures.

Brand management: Brand management is the systematic development of a brand. The main objective is to differentiate one’s own products or offerings from those of the competition in a significant way for the target groups or to differentiate one’s own company from competitors in a relevant way (Qian, 2014). Behind this is the realization that a brand, if managed correctly, connects the respective target groups with characteristic features, attributes, or services. In this way, the brand is supposed to help people find their way among the offers, radiate trust, trigger desire, and promote loyalty.


Strategic marketing characterizes a company’s long-term, holistic marketing concept. Strategic marketing planning helps an organisation identify actions necessary for achieving the stipulated goals and objectives. It is characterized by a comprehensive theoretical design that includes the definition of marketing and corporate goals, the basic framework for action in the form of strategies as well as the longer-term definition of the use of instruments (marketing instruments). Strategic marketing represents the central, market-oriented part of overarching strategic management, which is also concerned with the long-term design of management and organizational systems, the maintenance and allocation of corporate resources, and the design of wider environmental relationships.



Dälken, F., 2014. Are Porter’s five competitive forces still applicable? A critical examination concerning the relevance for today’s business (Bachelor’s thesis, University of Twente).

Duralia, O., 2018. Integrated marketing communication and its impact on consumer behavior. Studies in Business and Economics13(2), pp.92-102.

Fuchs, C. and Diamantopoulos, A., 2010. Evaluating the effectiveness of brand‐positioning strategies from a consumer perspective. European Journal of Marketing.

Jain, M.K., 2013. An analysis of marketing mix: 7Ps or more. Asian Journal of Multidisciplinary Studies1(4), pp.23-28.

Kashive, N. and Khanna, V.T., 2017. Conceptualizing employer-based brand equity and employer brand pyramid. European Scientific Journal13(34), pp.211-229.

 Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision-making process. International Journal of Marketing Studies4(2), p.121.

Qian, Y., 2014. Brand management and strategies against counterfeits. Journal of Economics & Management Strategy23(2), pp.317-343.

Strategyn LLC. (2021). Market Opportunity. Retrieved from